POWERADE + DRONES = POWERDRONES

Inspired by the Air Force concept of in-flight refuelling; transferring fuel from one aircraft to another mid flight so they never need to stop was the perfect brand association for our target audience. This enabled us to create POWERDRONE’S to Never Stop Running – a first ever aerial hydration sampling.

During one of the most important races in Mexico, the branded and customized drones launched into the air and when they reached a certain altitude, released samples of Powerade Training Water with parachutes. Runners grabbed the samples as they ran without having to detour to drink stations.

They experienced the true benefits of the drink when they needed it most s to push through those mental barriers and unleash their true potential.

Powerade Training Water air samplings engaged with our target in the most branded way possible and the promise of nonstop fuelling was experienced and lived.

The race had 20,000 runners and we not only delivered our product to 50%, but also we doubled the reach of people igniting the conversation with more than 62,741 active responses.

Within 2 days, the brand reached 5,419,191 people and importantly, the campaign helped increase brand sales by 13% and brand awareness by 11%. Brand attributes like 'Brand sports professional choose' was raised 16% and 'Brand inspires me to enjoy sports' up 11%.